Disney this week announced the name of its new streaming service, said to be a direct competitor to Netflix.
I’ve been listening to The 22 Immutable Laws of Branding via Audible. Great read…or listen.
A section that really caught my attention was on naming a company, particularly when entering a new category.
According to the 22 Immutable Laws of Branding, if Disney wanted to compete with Netflix, it should have gone with a completely new name.
Instead, they went with Disney+ (Disney Plus).
This was a mistep for a couple reasons. For one, the Disney brand means a lot more to people than movies, so having a Disney Plus doesn’t really signify what the product is.
And secondly, Plus is common word, one used in recent startups like Google Plus (shut down in 2018); as well as Nike Plus; and most notably with Hulu Plus (which Hulu later dropped), another streaming service, owned by none other than The Walt Disney Company, along with 21st Century Fox (acquired by Disney), Comcast and AT&T.